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Revisiting Tourism Destination Image: A Holistic Measurement Framework Using Big Data
Journal article   Peer reviewed

Revisiting Tourism Destination Image: A Holistic Measurement Framework Using Big Data

Vinh Bui, Ali Reza Alaei, Huy Quan Vu, Gang Li and Rob Law
Journal of Travel Research, Vol.61(6), pp.1287-1307
07/2022
DOI: https://doi.org/10.1177/00472875211024749
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Revisiting Tourism Destination ImageView
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Abstract

Destination image destination management multimodal TDI model big data user-generated content
Understanding and being able to measure, analyze, compare, and contrast the image of a tourism destination, also known as tourism destination image (TDI), is critical in tourism management and destination marketing. Although various methodologies have been developed, a consistent, reliable, and scalable method for measuring TDI is still unavailable. This study aims to address the challenge by proposing a framework for a holistic measure of TDI in four dimensions, including popularity, sentiment, time, and location. A structural model for TDI measurement that covers various aspects of a tourism destination is developed. TDI is then measured by a comprehensive computational framework that can analyze complex textual and visual data on a large scale. A case study using more than 30,000 images, and 10,000 comments in relation to three tourism destinations in Australia demonstrates the effectiveness of the proposed framework.

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